German Football League (DFL) CEO Christian Seifert "wants to prevent excessive amounts of advertisement in the Bundesliga," according to BILD. Seifert said, "Fans go to the stadium to see a football game and not to see advertisements. Therefore, clubs and sponsors should not take it too far." Seifert does not believe that sponsors profit from "players running across the field looking like billboards." In addition, Seifert "refuses the idea of stopping a game for a commercial break." Seifert said, "What I completely rule out are commercial breaks during games such as during NFL games in the U.S." Seifert does not expect any "quantum leaps" when it comes to shirt sponsorship deal revenues. Almost 40 years after Eintracht Braunschweig acquired Jägermeister as the first shirt sponsor in the Bundesliga, the league's clubs have earned almost €120M ($157.5M) through shirt sponsorship deals this season (BILD, 10/15).